Here, the indicator is less sure: Yellow Pages now has a commercial rival, The One Book.

Also, the nature of business today is bigness -- meaning deletion by reason of merger or takeover, not just failure. White Pages analysis can go on and on.

How many persons have more than one listing? Does the total of unlisted subscribers grow or decline? The honor of first name in the book goes not to Aaaron, M. but to two fellows who have induced Bell Atlantic to list them by their first initial, A., as well as later on by their last names. They are (sigh) lawyers.